Abstract: In rural China, the rural governance has long been presenting a political structure of dual track: the coexistence and interaction of regime and gentry power, as well as a rule of etiquette order mixed with modern rule of law, rule of virtue and autonomy. New gentry group bears many characteristics, such as diverse occupation, separated space distribution, civilian tendency, modernized values and so on. They help enhance moral values and cultural ecology, cultivate rural style, and promote innovation of rural governance. Their duties can be well performed by setting up some social comprehensive governance platforms such as “New Gentry Studio”, “New Gentry Council”, some cultural and educational platforms such as “Rural Lecture Hall” and “Cultural Auditorium”, some economic development platforms such as “New Gentry Returning Project” and “New Gentry Development Foundation”, and by taking advantage of the Internet platform for breaking space limitation. In the process of rural governance, we need to pay attention to the legitimacy of their status, the alienation of capital label, and the gray problem of participating in rural governance.

Key words: the new gentry, the new gentry’s culture, identity change, rural governance, rural revitalization, system exploring